This study is designed to: (a) investigate whether demographic and behavioral characteristics differ significantly among groups of online virtual community members; (b) identify factors that affect the community members’ loyalty; and (c) determine if the loyalty to an online virtual community would lead members to purchase products. A modified psychological sense of community scale coined by Davidson and Cotter (J. Appl. Soc. Psychol. 116 (7) (1986)), and principles offered by McMillan and Chavis (J. Community Psychol. 14 (1986)), Bressler and Grantham (Community Commerce, McGraw-Hill, New York, 2000), and McMillan (J. Community Psychol. 24 (4) (1996) 315) is used as a foundation to develop new measurements for this study. The four factors of membership, influence and relatedness, integration and fulfillment of need, and shared emotional connection were found to be associated with a sense of online virtual community. Sixteen variables were found to explain the four factors. This study was based on empirical investigation of 351 travel related online virtual community members. Factor analysis, ANOVA, and multiple regression procedures were used to test the hypotheses.
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